The big problem with a mobile strategy approach is it sends a message to everyone that mobile is somehow different from the kiosk, the desktop, and the customer agent. That it requires a special team, often in their own special place, separate from everything else going on.

That’s ok at first, when teams are trying to figure out how they integrate a new technology into the overall experience equation. After all, at some point someone had to decide how the kiosks would work or what systems the customer service agents would use.